Think Distinctive
Breakdown of the advertisement campaign- think different
"change the world" the official name
The adverts they used for the campaign include people that are well know. Each person on these posters has achieved something extraordinary. Which transfers their characteristics to apple itself.
Each person is connected with an emotion. What emotion?
With most of the pictures the person stares directly into the camera. Forming a connection with the audience and invite them to follow their footsteps.
The quote given also connects with the people that apple used in their posters.
Doesn't it refer to the users of apple rather than the people in the posters?
This is transference because the qualities of these people who are different (e.g. Einstein) are transferred onto the people who buy apples products.
The quote contains simple sentences as well, which makes it easier for a larger audience to understand.
The golden circle.
Developed by businessmen.
Why? How? What?
This is how apple has managed to lead while others just stagnate and bore.
Many companies know what they're doing, How they do it however only few know why.
When apple communicates they explain the 'Why?'
"We believe in challenging the status quo"
What apple does is reverse the order.
Start with the why?, then the How? and lastly the What.
Even in their posters they never feature one of their products at all. They only transfer ideas.
If you start with why they will believe in you and stick with you. Because they believe what you believe. In their think different campaign what or how they're doing something, they explain why they are.
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